by Chuck McKay | Dec 10, 2021 | Buying Stages / Sales Conversion, Minimizing Risk, Persuasion / Power of Words, Two-Step Marketing / Back End Sales
There’s a gas station at one of the Interstate 20 off ramps in Columbia, South Carolina that is rumored to have the lowest prices in town. If they don’t have the lowest prices, they certainly have convinced a large group of drivers that they do. Most hours of the day...
by Chuck McKay | Nov 22, 2021 | Ad Writing / Copywriting, Minimizing Risk, Persuasion / Power of Words
Researchers must be careful to neutrally phrase a question, so as not to influence the response. My partner, Roy Williams, offers a perfect example. When a penitent asked if it was proper to smoke during prayer, he was told it was not. But when the question was...
by Chuck McKay | Jan 31, 2014 | Advertising / Marketing Strategy, Persuasion / Power of Words, Video Post
Swipe Files / Headline Banks Have you seen those ads for “headline banks” or “swipe files?” Collections of the 100 greatest advertisements of all time so you don’t even have to learn anything about marketing or advertising. You just have...
by Chuck McKay | Jun 25, 2012 | Persuasion / Power of Words, Presentation, Psychology and Consumer Behavior, Trophy Catch
Your company is looking at a lot of late night local cable availability, and thinking that a 30-minute infomercial might be appropriate. The boss has just found out that companies which specialize in infomercial marketing will charge tens of thousands of dollars to...
by Chuck McKay | Jun 2, 2007 | Ad Critique / Classic Examples, Customer Focus, Retention, and Evangelism, Persuasion / Power of Words
My introduction to the business of advertising was through the characters in Bewitched. Each week Samantha and Darren would have to come up with something highly creative to explain the presence of whichever historical figures were hanging around the Tate Agency. In...
by Chuck McKay | Nov 19, 2006 | Persuasion / Power of Words
Last week, in The Worth of a Dali, I concluded: “In a thousand words we can state the Pythagorean Theorem, The Lord´s Prayer, Archimedes Principle, The Ten Commandments, the Gettysburg address, Alfred Lord Tennison’s Crossing The Bar, the Boy Scout Oath,...
